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Title: | ¿Cuál es el perfil del consumidor más propenso al uso de los folletos publicitarios? |
Other Titles: | How is the flyer-prone consumer's profile? |
Author: | Gázquez Abad, Juan Carlos Martínez López, Francisco José |
Others: | Universidad de Almería Universitat Oberta de Catalunya. Estudis d'Economia i Empresa |
Citation: | Gázquez Abad, J. & Martínez López, F.J. (2013). ¿Cuál es el perfil del consumidor más propenso al uso de los folletos publicitarios?. Cuadernos de Economia Y Direccion de La Empresa, 16(2), 123-141. doi: 10.1016/j.cede.2012.07.001 |
Abstract: | Store flyers constitute an important element in the promotional activities of retailers and manufacturers. In particular, for FMCG the inclusion of particular brands in store flyers has become a significant component of promotional budgets. The importance of store flyers is due, in part, to a higher number of consumers using such flyers. Profiling flyer-prone consumers might provide useful insights for retailers and manufacturers with regard to the better use of store flyers as a promotional tool. This paper aims to characterize the flyer-prone consumer in terms of three type of aspects: (i) economic variables; (ii) purchase behaviour-related variables, and (iii) sociodemographical aspects. In order to do so, this study shows the results of 225 questionnaires distributed to consumers older than eighteen. |
DOI: | 10.1016/j.cede.2012.07.001 |
Document type: | info:eu-repo/semantics/article |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | Apr-2013 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Articles Articles cientÍfics |
Files in This Item:
File | Description | Size | Format | |
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folletos.pdf | 726,73 kB | Adobe PDF | View/Open |
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